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MMA Forum Recap — From Singapore to London

Posted Jun 21, 2017

It’s been a busy month for AdColony and the Mobile Marketing Association, with not one, but two events taking place on opposite sides of the world! On June 9th, Tom Simpson, our Growth & Innovation Director for APAC took the stage in Singapore, and on June 13th, Jon Hook, our VP for Brand & Agency in EMEA spoke to attendees in London.

MMA Forum Singapore

The theme for the Singapore MMA Forum was simple — Transform, Innovate and Disrupt. Attendees descended upon the Pan Pacific Hotel off Marina Square to learn all about the latest in mobile advertising and marketing in the Asia-Pacific region from experts who know the business inside and out.

Tom Simpson took the stage as part of the panel “Fuelling Your Supercharged Retargeting Campaigns with Better Data,” moderated by Essence’s Regional Analytics Director for APAC, Alexander Scott-Simons.

The panel aimed to discuss the role of data in running successful campaigns, and how marketers can get more bang for their buck by improving their data.

Each person brought a completely different perspective to the floor, including our own Tom. Other panelists included Vijay Kunduri, Commercial Director for SEAN and India at Unruly, Joanna Wong, Head of Business Marketing for Asia Pacific at Spotify, and Graham Kelly, Founder of Originate Pte. Ltd.

Some of the topics discussed included the role of data in producing better retargeting content, retargeting in brand campaign measurement, decoupling of data from inventory with regard to privacy concerns, and using data to protect the user experience.
The discussion frequently brought up the feeling of being “followed around the Internet” and how smart data usage can alleviate that feeling, whilst still maintaining the advantage of retargeting.

This programmatic approach to advertising is growing around the world, and the panel did a phenomenal job covering the ins and outs and impacts on the burgeoning APAC mobile market.

MMA Forum London
On June 13th, County Hall in the famous Riverside Building played host to the MMA’s London Forum, one of the best events for marketers and advertising professionals from all over Europe to discuss last year’s developments in strategy, and what the next year might hold.

All around the show, AdColony’s “Power to the People” mobile charging stations kept attendees juiced up and ready to tweet, post, and blog about what they were learning, and of course respond to important emails!

The group discussed whether ad tech as an industry has convinced business leaders that mobile is a must-have in their marketing mix. The latest comScore stats show time spent on mobile is hugely outpacing all other forms of media with 26.9% of time spent specifically with digital media. But the panel wanted to figure out if it’s winning in the boardroom?

The response was clear — mobile is making huge strides in boardrooms across Europe and the world, partly through amazing technology that lets brands tell their stories in ways they couldn’t imagine before, and partly through experience. Everyone knows they’re on their phones, so why not take advantage of that time?

After the event, Jon shared his thoughts on the sessions: “There are too many brands just selling products, rather than understanding the consumer mindset,” he said. It’s up to mobile ad networks and marketers to help that transition. Mobile phones aren’t billboards, after all.

Between the amazing sessions, our team met tons of awesome new faces and were also able to spend time with familiar partners. It wouldn’t be an MMA Forum without some of the best networking in the business!

About MMA
The Mobile Marketing Association is a global non-profit organization comprised of more than 800 companies spanning over fifty countries worldwide. The association’s mission is to “accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement”.

Join the Conversation
Did you see AdColony at either of the MMA Forums this year? Let us know what you think is most interesting by tweeting @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.

Jonathan

An avid electronic entertainment connoisseur and huge pop-culture nerd. Jonathan uses his Swiss Army Knife of skills as AdColony's head of marketing and Senior Director — Global Marketing & Communications.
Jonathan

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